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WINNING PITCH
CREATIVE DIRECTION
PRE-PRODUCTION
POST-PRODUTION
COPYWRITING
STYLING
I spearheaded the team that worked hard to win this pitch, then built a new workflow from the ground up. Marvel’s merch sales team was ready for a social evolution—and we delivered. They came to us for content that was relevant, fan-forward, and feed-worthy, and we answered with a strategy that blended cultural fluency with creative firepower.
The brief was to make the social audience feel “Extraordinary Every Day.” The challenge was finding a red thread across collateral from dozens of vendors and partners. With wildly different products — from water bottles and frozen food to body wash, earrings, coffee, and backpacks — all made for different fandoms, our task was to bring order to the chaos by establishing a cohesive universe.
THE PITCH
DEADPOOL & WOLVERINE CAMPAIGN
The summer of 2024 was practically defined by the premiere of Deadpool and Wolverine. We styled standout merch to prove fandom can elevate your everyday fit, not compromise it. Bold poses and dynamic angles gave the shoot its edge, delivering a visual punch that felt both cinematic and wearable.
SHORT FORM VIDEO
We got playful with reels, leaning into the humor of the film itself to further establish Marvel as a 360° lifestyle brand: from fashion to food to fitness. And friendship.
AGATHA CAMPAIGN
With Halloween came the premiere of "Agatha All Along", and so we switched gears for the witching hour. The new merch line — makeup, jewelry, and apparel — called for a mood shift, so we secured a haunting hillside home owned by a metal band photographer, cast our coven, and, with a standout makeup artist and stylist, captured photo and video assets ahead of the premiere.
The result was a series of captivating looks with an effortlessly magnetic pull, worn with confidence by the cast. Styling and makeup set the tone — bold enough to stand out, yet grounded and wearable, keeping focus on the merch. Working closely with the photographer, I shaped the visual language through natural light and the home’s architectural details, layering in texture, mood, and a subtle sense of magic.
EVERGREEN FANDOM
The universe we built didn’t stop at those two premieres—it kept expanding, tapping into icons like Spider-Man, the Avengers, Loki, and beyond. Each drop brought its own challenge, but we stayed ahead of the curve, scouting fresh locations, casting dynamic talent, and concepting visuals that leaned into the fandom while channeling Gen Z’s unapologetic sense of style and humor.
Product
Style
Lifestyle
